A

PROJECT REPORT
ON
"MARKETING STRATEGIES OF CAMLIN"

MASTER OF MANAGEMENT STUDIES (MMS)

UNIVERSITY OF MUMBAI
SUBMITTED TO
SINHGAD INSTITUTE OF BUSINESS MANAGEMENT
CHANDIVALI
UNDER THE GUIDANCE OF
PROF. Shyamkant Surve
SUBMITTED BY
AVINASH.S.JAGTAP
BATCH 2012 14 ROLL NO. 67
(MARKETING)

EXECUTIVE SUMMARY
Marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.
Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives.
Marketing strategy involves careful scanning of the internal and external
environments. Internal environmental factors include the marketing mix, plus
performance analysis and strategic constraints. External environmental factors
include customer analysis, analysis, target analysis, as well as evaluation of any
elements of the technological, economic, cultural or political/legal environment
likely to impact success. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement.
The project title "MARKETING STRATEGIES OF CAMLIN" is the analysis of
the product marketing level in the stationary industry. This project involves the
company overview and the information about the products and their marketing
tactics. In this project I have also analyzed the customer attitude and preference
towards Camlin.
The study has conducted in order to bring out the picture of product quality and its
marketing that exists in this industry and the difference in product quality and
marketing that exists in the market. Like what are the customer's preferences about
the product provided by the stationary industry.

SR.NO
.

CONTENTS

PAGE
NO.

RESEARCH METHODOLOGY

STATIONERY BUSINESS IN INDIA

COMPANY PROFILE

12

PRODUCT PORTFOLIO OF CAMLIN

26

BRAND
5

MARKETING OF CAMLIN PRODUCTS

33

COMPONENTS OF BRAND
MANAGEMENT OF CAMLIN BRAND

37

MEDIA MARKETING OF CAMLIN

40

DATA ANALYSIS AND INTERPRETATION

42

CONCLUSION AND SUGGESTIONS

59

ANNEXURE
i) QUESTIONNAIRE
ii) BIBLIOGRAPHY

CHAPTER 1
RESEARCH METHODOLOGY

CHAPTER 1
RESEARCH METHODOLOGY

Title of the project:

MARKETING STRATEGIES OF CAMLIN

Research Methodology
Methodology:
Research methodology is a way to systematically do the job. It may be understood
as a science of studying how research is done scientifically. The most desirable
approach with regards to the selection of the research methodology depends on the
nature of particular work, time and resources available along with the desire level
of accuracy
The methodology used to achieve the objective is Exploratory Research with
structured respondents will be interviewed. The sample will be 20 and the location
of the survey is restricted to the city of Mumbai
1.1 Primary data:The information gathers from various students, teachers wholesalers regarding
Camlin product. The information is collected through questionnaire method to
know the opinions and suggestion regarding marketing strategies and to understand
the impact of the product on students as well as teachers.

1.2 Secondary Data:Reading literature, case study, articles from business magazine, newspaper, and
internet. Browsing websites for secondary data pertaining to marketing sector.
5

1.3 OBJECTIVES

Study of Camlin Ltd

Study various products of Camlin
Understanding about various products of Camlin
Camlin Brand - Marketing
To find out the extent to which consumers read the labeling information

before making a purchase for Camlin Brand

To understand the influence of advertising on consumer behavior Camlin
Brand
1.4 Limitation of the study: Considering the time and resource constraint only nearby schools and shops
have been selected for the purpose of the study.
Some customers refused to fill up the questionnaire.
The research will be done at Mumbai city only.

1.5 Techniques of data analysis:There are many techniques of data collection which is important and necessary to
draw out conclusion of studied work
PIE DIAGRAMS
TABLES

GRAPHS.

CHAPTER 2
STATIONERY BUSINESS IN INDIA

2.1 STATIONERY BUSINESS IN INDIA

Small and Medium Enterprises play a vital role for the growth of Indian economy
by contributing 45% of industrial output, 40% of exports, 42 million
employments ,create one million jobs every year and produce more than 8000
quality products for the Indian and international markets. As a result, MSMEs are
today exposed to greater opportunities for expansion and diversification across the
sectors . The emergence of new technologies has a mixed impact on various
industries. With new technology and falling prices for computers, printers and
software are reducing the cost of business mail communication; on the other hand,
focus on education by governments of various developing countries has increased
the demand of stationary and paper products substantially.
Stationery Industry is a very heterogeneous group of business usually associated
with the Schools, Collages, and Office and plays a very crucial role in working of
any organization across the globe. It includes Paper stationery which comprises of
a vast collection of products like exercise books, note books, stitch, glued & tape
pads, refill pads, flap over pads, subject books, plastic cover books etc. The huge
greeting card market, autograph books, party invites etc, is also a part of this
segment.
.It is expected that Stationery industry has a flourishing future in it's coming years
in India and over a period is estimated to grow at 10 to 15% p.a. To achieve this
objective, one can actually see that how acceptance of Internet technology has
opened plethora of opportunities of sourcing the desired supplier in any part of the
world. The manufacturers of various countries including India, China, and
Indonesia etc have started building new product strategies, which helps in reducing

their overall cost without compromising on quality thus producing a good quality
product at competitive price.
Falling under the category of Small and Medium Enterprises in majorly most of the
countries, this sector has lot to offer in terms of employment, tax revenues, it can
be an important source of new innovative products, extensive local knowledge of
resources, and can be a major service provider to the larger organizations.
However, this sector like other sectors have certain bottlenecks which hinder the
growth of this sector like Burdensome regulatory frameworks, Lack of tax
incentives and subsidies, Absence of investor-friendly environment, Lack of access
to finance, Lack of capacity-building programs and inadequate provision of
vocational training etc.
In the international arena India is providing more scope for development and
trends; however, with excellent quality, the Indian products are very much in
demand. The Indian SMEs associated with stationery market has witnessed
tremendous dynamic changes. In the last decade the Indian market has increased
varieties to be exported in markets and has produced big market percentage. Indian
Paper Stationery Industry, which is a part of the huge and scattered Indian
stationery Industry, has been going through tremendous alteration in recent years.
Despite fierce competition from neighboring markets, its scattered nature and the
constantly changing trends, the paper stationery industry makers continue to make
every effort, due to which the fruitful results are coming slowly and steadily.
Indian companies have learnt that innovation, performance and versatility are the
key area to be focused upon. Taking the points under consideration, the
businessmen are now researching and developing new products, as the market is
now more of consumer oriented which is always looking for cost effective
9

prices .This is because of the attitude of buyer which is now ready to spend more if
a reliable product is offered to him.
With seasonal export market which stays from April-June major importing
countries like U.S.A., Australia, Canada, major African countries and Middle East
are the ones which accept Indian designs and style comfortably. With extreme
precautions, and the good quality products offered and new marketing strategies
are followed, the government has also come out with various incentives for SMEs.
Particularly for stationary industry if we quote would be the education
enhancement schemes which are giving growth to this sector. The Indian stationery
market is also influenced by macroeconomic development, national income and
lasts but not the least the ever-growing Indian population. The Indian stationery
Industry is highly unorganized and the organized players are estimated to be less
than the unorganized sector players due to which unorganized stationery players
are expanded throughout the industry and controls major market share.
However, Indian stationary industry is facing major competition from the Importer
especially Chinese manufacturers are the most competitive among all the
otherworld market players as they have an advantage of mass production capacity,
aggressive favorable government export policy, simplified low taxation and well
developed infrastructure.
Indian businessmen involved in the business of stationary items needs to work on
proper research and development of the sector. Design, Colors, Quality, Themes,
reaching the right partners and to find out new markets for their products should be
on their agenda. Government at their level is taking initiatives; however, to bring in
a spurt in the trade there is a need to focus on providing assistance to businessmen
for buying good machinery, necessary infrastructure should be provided, to
10

enhance export activities, workshops, conferences and training programs should be

conducted at state and national level. Logistics is also a key concern that goods
should reach on time which helps in maintaining a relationship with various
customers across the globe.

11

CHAPTER 3
COMPANY PROFILE

12

COMPANY PROFILE
Camlin was set up as a private limited company in 1946 and later converted into a
public limited company and listed on the Bombay Stock Exchange in 1987. The
company is engaged in the manufacturing and trading of art material and stationery
products. The promoters have been in this line of business since 1931. Camlin has
its plants at Vasai, Tarapur and Taloja in Maharashtra; and Jammu in Jammu &
Kashmir. Up to FY06, Camlin operated through three divisions: consumer
products, fine chemicals and pharmaceuticals; which was restructured into the
consumer products and fine chemicals divisions.In order to improve focus and
growth in both the divisions, the management decided to hive off the fine
chemicals division into a separate company. Camlin Fine Chemicals Ltd (CFCL)
was formed in December 2006 and was listed on the Bombay Stock Exchange in
March 2007.
Business Type
Primary

Exporter , Manufacturer
The company has more than 1000 products, a team of more

Competitive

than 1000 personnel employed all over the country, a

Advantages

distribution network of more than 50,000 retailers and a fully

equipped R&D laboratory approved by the Dept. of Science &
Technology & FDA. The company caters to a population of
500 million to ensure that its products reach almost every
literate Indian. Camlin is a Public Limited Company, listed on
the Mumbai Stock Exchange.

No of Staff
Year of

More than 1000

1931

Establishment
Export Markets

Asia Pacific region, Middle East, European countries and USA

13

Product Range

Camlin White Board Marker Pens

Camlin Permanent Marker Pens
Camel Wax Crayons
Camel Artica Plastic Crayons
Camel Oil Pastels
Camel Poster Colours (For Students)
Camel Water Colour Tubes (For Students)
Camel Water Colour Cakes (For Students)
Camel Hobby Colours
Camel Artists Oil Colours
Camel Students Oil Colours
Camel Painting Media
Camel Artists Acrylic Colours
Camel Artists Water Colour Tubes
Exam Mathematical Drawing Instruments Sets.

COMPANYOVERVIEW
D. P. Dandekar started Camlin in 1931 with one product under Horse Brand Ink
Powders and Tablets and followed shortly by Camel Ink, now the company has
nearly 2000 products in colour and stationery. Its products can be categorized as
School & educational products, Fine art & Hobby products and Office Products.
The company is one among the pioneers in almost every product that it

14

manufactures and sells. Companys manufacturing facilities are spread across 4

locations
Tarapur,Vasai and Taloja in Maharashtra and Samba, Jammu in Jammu & Kashmir.
Majority of the products are manufactured at these manufacturing plants and the
balance is procured from various small-scale units who cater to the Companys
requirements under strict supervision and quality control.
The Company is currently one of the largest stationery companies in India with its
reach extending to over 150,000 retail outlets and over 50 million households. The
Company has ventured into pre-school activity through, a 100% Subsidiary
Camlin Alphakids Limited. A model pre-school was opened in Andheri, Mumbai in
collaboration with HeadstartParade an early child development centre.
The company subsidiaries include Camlin Alphakids Limited, Camlin North
America Inc., USA and Camlin International Ltd. Product Range: School &
educational products Water Colour Cakes/Tubes, Poster Colours, Wax Crayons,
Oil Pastels, Plastic Crayons, Sketch Pens, Wooden Pencils, Scales, Erasers,
Sharpeners, Colour Pencils, Math Sets, Dissection Boxes, Engineering Boxes,
Mini- Drafters, Other Technical Instruments, Note Books, Mechanical Pencils, Hi
Polymer Leads, Fountain Pen & its Ink Fine art & Hobby products Artist colour,
Artist acrylic colours, Canvas rolls, Canvas boards, Easels, Artist water colours,
Oil sketching papers, Drawing inks, Brushes, Painting medium, Glass colours,
Fabric colour, Power colours, Fabric glue, Artist poster colours
Office products
White board makers, Permanent Makers, Highlighters, Ball pens, Gel pens, Stamp
pads, Refills, Paint makers, CD makers, Carbon papers, Glue sticks, Gum /Paste &
Inks

15

CAMLIN TODAY
With our 50,000 strong retailer network, prestigious foreign collaborations, large
consumer base, regular interaction with consumers by the sales force and
participation in international trade fairs like Paper world in Frankfurt, Camlin is
now a trusted household name all over India.
We were also the first company in India to adhere to Art & Creative Materials
Institutes world standards in toxicity certifications. Our All India Camel Colour
Contest too has been well-received, holding the record of the highest entries ever
and has been registered in the Limca Book of World Records. We also believe in
encouraging and promoting fine art, which is why our Camlin Art Foundation was
set up.
With many firsts to our credit, we are the pioneers in almost every product that we
make and sell.
1.

We were first to launch the hobby range of colours in India.

2.

We introduced colour categories in India like fine art colours, hobby colours
and fashion colours

From a company manufacturing ink powders in 1931 to a company manufacturing

over 2000 products, operating in diverse fields, Camlin has come a long way. And
the Executive Chairman, Mr. Dilip Dandekar is raring to take the company to new
heights in the 21st century
A complete range of school stationery including white board marker pens,
permanent marker pens, wax crayons, artica plastic crayons, oil pastels, poster
16

colours, water colour tubes, water colour cakes, hobby colours, artists oil colours,
students oil colours, etc. from a front runner.
MARKET SHARE OF CAMLIN

29 Apr, 2010 - Camlin Ltd announced that the Board of Directors has
recommended a dividend of INR 0.50 per share i.e. is 50% on equity share of INR
1 each.
7 Dec, 2009 - Camlin Ltd has announced that the Committee of Directors (CoD) of
the Company, at the meeting held on December 07, 2009, have allotted 56,000
Equity shares of Re. 1/- each to employees who have exercised their option to
apply for equity shares as per the "Camlin Employee Stock Option Scheme, 2008".
The shares are allotted at a price of Rs. 16/- per equity share.
1 March, 2009 - Camlin Board of Directors has decide to incorporate a 100%
subsidiary company for carrying out the new activity of setting up of pre-school;
company has decided to invest INR100 Lac for this venture.
COMPANY BRIEF

'Camlin', a name which everyone prefers, right from nursery class students to the
guardians while purchasing school stationery products. This quality brand from
Camlin Limited has been synonymous with reliability and quality since 1931. The
company is a leading Indian manufacturer and exporter of premium grade
stationery items and art colors. Our range includes oil pastels, poster colors,
water color tubes, water color cakes, hobby colors, white board marker pens,
17

permanent marker pens, wax crayons, artica plastic crayons, artists oil
colors, students oil colors, etc.
Powered with technical expertise and state-of-the-art manufacturing facilities,
Camlin offers a complete line of world class products at highly economical prices.
We believe in offering good value for money to the customer. The focus on quality
has got the Art material Products like writing instruments to conform to EN-71
standards and the coveted ACMI Certification.The company's core valuesentrepreneurial leadership, a belief in innovation, trust, integrity and continuous
learning - comprising all aspects of our business. With its sight on the global
market, Camlin is already exporting to the Asia Pacific Region, Middle East,
Europe and USA.
COLLABORATION WITH JAPAN KOKUYO
Camlin Ltd has entered into a joint venture agreement with Kokuyo S&T Co Ltd, a
100-per cent arm of Kokuyo Co Ltd of Japan, for production of new wave
satationery in India.
Promoters of Camlin Ltd and Kokuyo Co Ltd today announced the signing of a
definitive agreement for setting up the joint venture and the share subscription
agreement thereto.
Camlin said it would seek shareholders' approval for issue of 69,34,00 equity
shares of Re1 each at a price of Rs85 each to Kokuyo S&T Co Ltd on a
preferential basis, in compliance with the SEBI (Issue of Capital and Disclosure
Requirements), subject to requisite approvals, consents and permissions.

18

The promoters of Camlin has agreed to sell 23 per cent current of its equity
shareholding in the company to Kokuyo S&T Co Ltd at Rs110 per fully paid share,
subject to requisite approvals, consents etc.
The sale of 23 per cent equity will trigger an open offer to be made by Kokuyo S
&T Co Ltd to the public shareholders to acquire a minimum 20 per cent equity
capital of Camlin Ltd, at a price of Rs110 per share, in compliance with SEBI
takeover rules.
Upon completion of the transaction, the board of directors of Camlin will be
reconstituted. Dilip Dandekar will continue as chairman and managing director and
Shriram Dandekar as executive director. Kokuyo Co Ltd will have the right to
nominate 4 directors for appointment on the board of Camlin Ltd.
Kokuyo Co Ltd will bring in managerial, marketing, manufacturing and product
research and development skills.
The deal brings together one of the strongest Indian brands in the stationery
industry with an annual turnover of over $80 million and a leading company in
Japan with over 100 years of experience in stationery and furniture products, with
an annual turnover of over $3.2 billion.
Kokuyo Co has expertise in design and construction of office and store interiors,
mail order business, lifestyle retail and distribution.
The two have a complementary product portfolios, which will facilitate sustained
long-term growth for both companies, a joint statement said.

19

The transaction, to be executed in 3 tranches, with Kokuyo Co acquiring 10 per

cent of the share capital of Camlin Ltd on a fully diluted basis, pursuant to the
preferential allotment to be made by the company as contemplated by the share
subscription agreement, for a price of Rs85 per share and an open offer to public
shareholders of Camlin.
The proceeds of the transaction will be utilised for expansion and modernisation of
manufacturing facilities and new projects.
The closing of the transaction is subject to customary conditions, including receipt
of required regulatory approvals, and the completion of the open offer for the
purchase of shares of the public shareholders of Camlin Ltd.
The partners will bring their respective expertise and know-how as well as
combine the strength of the Camlin brand and the local expertise of Camlin Ltd
with the specialised technical skills and global brand strength of Kokuyo Co Ltd,
in order to further develop the stationery business.
"It has been our stated intent to scale revenues, and increase our portfolio of
products through line extensions. We believe that Kokuyo Co Ltd and Camlin Ltd
have complementary product portfolios and this joint venture will facilitate faster
rollout of portfolio of products by Camlin Ltd," said Dilip Dandekar, CMD of
Camlin Ltd.
The Indian stationery market, valued at $2.2 billion annually, has been rapidly
growing at a high double-digit rate post liberalisation of economy.
Increased allocation of funds on educational sector has led to a higher consumption
of stationery and allied products and also a shift from substandard to superior
20

quality branded products. This has attracted increased presence from both local and
global players.
The joint venture will also open opportunities for joint exploration of increasing
exports for Camlin products to other countries, and sharing the know-how in
marketing and technologies, the companies said.
QUALITYOFCAMLINPRODUCTS
Camlin Limited is a globally recognized manufacturer and exporter of high quality
art colors and stationery items. We offer our products under the brand name of
"Camlin", a brand trusted by millions for more than 9 decades. Our portfolio
includes Stationery & Writing Instruments, Art Materials, Office Products,
Educational and Hobby Products and Adhesives such as:
Camlin White Board Marker Pens
Camlin Permanent Marker Pens
Camel Wax Crayons
Camel Artica Plastic Crayons
Camel Oil Pastels
Camel Poster Colours (For Students)
Camel Water Colour Tubes (For Students)
Camel Water Colour Cakes (For Students)
Camel Hobby Colours
Camel Artists Oil Colours
Camel Students Oil Colours
Camel Painting Media
Camel Artists Acrylic Colours
21

 Camel Artists Water Colour Tubes

Exam Mathematical Drawing Instruments Sets.

WorldClassQuality
Every product offered by Camlin Limited is capable of rendering efficient and
durable performance. Our Art material Products conform to the EN-71 standards.
We follow stringent quality control measures at every stage of our process to
ensure flawless production. The finished articles are packaged in superlative
packaging. Camlin is a Public Limited Company, listed on the Bombay Stock
Exchange.
Infrastructure
we are well equipped with ultra modern machines and equipments to produce
world's best range of products for our clients. We have a team of more than 1000
personnel employed across India and a distribution network of more than 50,000
retailers catering to a population of 500 million, we ensure that our writing
instruments and allied products reach every literate Indian. We have a fully
equipped R & D laboratory approved by Dept. of Science and Technology and
FDA.
Education services
There is tremendous opportunity for an exponential growth of the education sector
given the demographic profile of India and the latent demand for quality education.
There is increased competition for getting into quality educational institutions as
several educational institutions do not have adequate infrastructure, trained
teachers and
22

Proper content delivery mechanisms. With an increase in affordability, households

are also willing to pay a higher price for quality education. The multitude of
government
regulations and regulatory bodies, especially in higher education, is a key factor
influencing private participation. The `not for profit` diktat is another major factor
influencing higher investments in the education sector. Despite the strict regulatory
environment, investors have lucrative opportunities with emergence of innovative
structures/ models of operation.
Strong growth in education sector in India to boost demand for stationery:
The education and literacy is playing an active role in driving per-capita GDP of
India, this is creating platform for growth in the stationery business. The biggest
boost in the education sector has been the historic Right of Children to Free and
Compulsory Education Act, 2009, which came into force on 1 April 2010. The
Act legalizes the right to free and compulsory schooling for all children between
the ages of 6 and 14.In the Union budget 2010-11, plan allocation for school
education increased by 16% from `26,800 crore in 2009-10 to `31,036 crore in
2010-11.
Target to double its retail network across India in 2-3 years:
The Company has a currently distribution network of 150,000 retailers across
India, and has plans to double it in coming 2-3 years. At present, rural sales
constitute about 25%-30% of the total turnover of the company and are expected to
grow at a much faster pace in the coming years.
Pre-school business, company plans to start 50 schools by FY13:
The company has moved into the new business segment of pre-schools from the
year 2009, with 3 pre-schools, named Alphakids, at Andheri, Thane & Kharghar, in
23

and around Mumbai. The schools have received a good response, in terms of
number of admissions and the company is planning to expand its present to 50
schools by FY13.
Product line extensions: The Company has been extending its product base every
year by adding various new
products to its product line and the company planned to be launch the following
product by this year:
1. Marker range - Textile markers, surgical markers
2. School bags
3. Exam pads
Plans to increase production at its Jammu plant, to utilize the tax holiday:
The Company plans to increase its production at Jammu plant in Jammu &
Kashmir and Vasai plant in Maharashtra. The company intends to increase
production at its Jammu plant going forward, is to utilize the maximum tax
holiday.
COMPETITORS OF CAMLIN BRAND

24

kores intl .
pvt.ltd

Luxor
Writing
Instrument
s

Hindustan
Pencils Ltd

Bril India
Ltd

Faber
Castel

Today's

SWOTANALYSISOFCAMLIN
STRENGTHS: Camlin has more than 50,000 retailer network. The workers who
are working Camlin industry are 90% of the womens power. Camlin will get the
required investment and technology from Kokuyo, which is a strong player in
notebook market in Japan, to enter the Rs 7,000 crore Indian exercise book
segments, says chairman and managing director Dilip Dandekar. In fact, Camlin,
which has been a household name for years, has started looking out for a partner to
get into new business segment, he added.

25

WEAKNESSES: Stationery major Camlin today announced that it had entered

into a definitive agreement with Kokuyo S&T Co of Japan under which the latter
will acquire 50.3 per cent of the Indian company.
OPPORTUNITIES: The factories of Camlin are located in Vasai , Taloja ,
Tarapur , Mumbai and now they are planning to locate the factory in JammuKashmir. Camlin is the only company who spends more money in education sector.
THREATS: The prices of the Camlin products are little high for lower class it is
little difficult to buy Camlin products. Camlin sometimes do the import from China
so it is very risky to observe the good quality of raw material used or not.

CHAPTER 4
PRODUCT PORTFOLIO OF CAMLIN BRAND
26

27

PRODUCTPORTFOLIOOFCAMLINBRAND
ProductSample

ProductCategory

No.ofProduct(s)

Fine&CommercialArtMaterial

EducationalProducts

Fashion&HobbyColors

ArtistsColors

FlatandWashBrushes

WritingInstruments

28

FINEANDCOMMERCIALARTMATERIALS

05
TransparentPhotoColours

07
LargePaintingKnives

08
MetalPaletteKnivesPremium

09
KingWaterColourPencils

10
Palette

29

EDUCATIONALPRODUCTS

12
CamlinSketchPens

13

CamelSparkleDecorativeCraft
Color

14
CamelWaxCrayons

15
CamelArticaPlasticCrayons

30

16
CamelRedimixStudentColours
FASHIONANDHOBBYPRODUCTS

17
Hobby&FabricColour

18
CamelFrolika3DGlitter

21

CamlinGlassColoursSolvent
Based

31

20
CamelFloriKa3DFineLiners

19
CamelFabricaConeLiner
ARTISTSCOLOURS

01
ArtistWaterColorTubes

02

ArtistWaterColorCakes

32

03

ArtistsAcrylicColors

33

WRITINGINSTRUMENTS

22
CamlinFountainPens

11
CamlinWoodenPencils

23
ScholarMathematicalDrawing
Instruments

24
CamelCarbonPapers

34

CHAPTER 5
MARKETING OF CAMLIN PRODUCTS

35

MARKETING MIX OF CAMLIN

1. PRODUCT:

The product aspects of marketing deal with the specifications of the actual goods
or services, plus how it relates to the end users needs and wants. The range of a
product normally includes supporting elements such as warranties, guarantees, and
support.
2. PRICE:
This refers to the process of setting a price for a product, together with discounts.
The price need not be monetary; it can plainly be what is exchanged for the
product or services, e.g. time, energy, or attention. Methods of setting prices
optimally are in the domain of pricing art
3. PLACE:
Refers to how the product gets to the buyer; for instance, point-of-sale assignment
or retailing. This third P has furthermore at times been called Place, referring to the
channel by which a product or service is sold (e.g. online vs. retail), which
geographic region or industry, to which division (young adults, families, business
citizens), etc. also referring to how the surroundings in which the product is sold in
can influence sales.
4. PROMOTION:
This includes advertising, sales promotion, including promotional education,
publicity, and individual selling. Branding refers to the assorted strategies of
promoting the product, brand, or company.

36

All the 4 marketing p's are also known as "the marketing mix" furthermore are
frequently used by a marketer to plot a plan, and place the foundations of fresh
projects/campaigns, it is a astonishingly useful strategy that has been used ever
since the early 1960's, and will be constant for as long as new-found
projects/campaigns are being produced.
LINE EXTENSION:
In this strategy company introduces additional item in the same product category in
the same brand name. This item may be different in size, packaging, color and so
on. It is available through different specific mix of trade channels e.g. lower end
products are available at general stores and higher end products.
It offers a variety of products to the customer. Line extensions can be innovative. It
also allows company to command more shelf-space at the retail level. Line
extensions work only if the sales are taken away from the competitors.
BRAND EXTENSION:Extending brand name is extended to a product being launched in a new product
category. If new product is not satisfactory in performance, it might affect the
reputation of the companys other products. Most of the times, brand name may not
be appropriate for the new product category. Brand extension advisable to see how
the associations of the parent brand are consistent with the extended brand.
For example, Camlin Colour, Pencils, all types of stationery products

PRODUCT LINE EXTENSION: - additional product is added under same brand

name.
For example, Camlin extended its various products under the name of Camlin
brand REACHING OUT TO THE NEW PRODUCT CATEGORY: -when the
brand has potential of providing benefit in another category either through chosen

37

brand name or through its wide acceptance in a category, this form of extension is
followed.
BRAND RELAUNCH:It is the process of launching the brand after certain time gap. Companies try to
acquire a brand from other companies and relaunch it with necessary modification.
For example, Camlin premium paper

MULTIBRANDS:This kind of strategy is employed to saturate the market. Additional brands are
introduced to cater to the different segment. Multibrands strategy may not allow
company to focus on companys resources. Because of this profitability get
affected. Competitors brand get affected by the product and sometime own brand
also get affected.
For example, Camlin as a multiple brand in stationery products
NEW BRAND NAME:To make brand name more appropriate, a company puts a new brand name when it
enters a new product category. A new brand again has to be built up, and this is
quite expensive. It should be considered whether the sales and profit estimated
from the new brand.
For example Camel Poster Colors and various other products.

38

CHAPTER 6
COMPONENTS OF BRAND MANAGEMENT OF
CAMLIN BRAND

39

COMPONENTS OF BRAND MANAGEMENT: Brand Awareness:Brand awareness is the starting point in the development of brand equity. It
represents the consumer's ability to recall a brand name when given a product
category (Aaker, 1991).
For example, when a person is asked to name a brand of stationery products , they

are more likely to mention Camlin

According to Keller (1998), brand awareness is important to brand strategy for two
reasons. First, awareness of the brand ensures the brand enters the consumer's
consideration set when looking to make a purchase. Second, brand awareness can
affect choices within the consideration set. If one brand has a larger presence
through advertising, it may be considered more favorably. Third, awareness can
impact the development and salience of associations with the brand.
Perceiver Quality:Camlin Perceived quality represents a consumer's judgments of a product's overall
excellence relative to its intended purpose.
For example,given its rich heritage with respect to stationery products. Because it
has been shown to drive financial performance (return-on-investment), perceived
quality is often the focal point of corporate strategy. Besides the actual make-up of
the product, pricing strategies may impact a consumer's perception of quality.
Therefore, in athletic footwear, as in many other industries, higher price may
connote higher quality.

40

 Brand association:It is associate brand with certain tangible and intangible attributes, a celebrity
endorser or a visual symbol. Most of this association are derived from brand
identity and brand image. Each organization has to carve a brand identity and
develop it further to build strong brands.
Logo and symbol:-

Along with the brand name, companies also use a logo for visual identification. A
logo is pictorial symbol indented to communicate with the consumers. Flags,
pictures, graphical designs and alphabets are all used as logos. It is the piece of
creativity. Logo is a relatively permanent entity for a company.
For example,Camlin. According to the company, the logo represent the
companys outlook, which is positive thinking and also a stress on values
such as integrity, quality, and performances.

41

CHAPTER 7
MEDIA MARKETING OF CAMLIN

42

MEDIAMARKETINGOFCAMLIN

43

CHAPTER 8
DATA ANALYSIS AND INTERPRETATION

44

Do you use stationary products?

a)Yes
b)No
120

100

80

60

40

20

0
yes

no

Do you use Branded or non branded Stationery?

a)
b)

Branded
Non branded

45

Chart Title
8%
Branded
Non Branded
92%

Which brand of Stationery products do you use?

Bathing soaps
Camlin
Kores
Bril Ind
Todays
Luxor

46

Respondents
41
3
14
8
34

Bathing soaps
50
40
30
20
10
0
Respondents

Camlin
41

Kores

Bril

14

Todays

Luxor

Which type of products category do you like?

a) Writing instrumental products
b) Artistic colours
c) Educational products
d) Other products
WritingInstruments, ArtistsColors , Educational Products , other Products

47

34

40

35

30

25

20

15

10

0
Cookies

Bar

Wafer

48

Others

How different is Camlin brand the style & Quality comparing with other brands?
a. Not at all different
b. Quite different
c. Very different

20%

Not all different

49%

Quite different
Very different

31%

49

If yes, why do you prefer the Camlin Products ?

d. Quality
e. Price
f. Advertisement
g. All of three

10%

5%

8%

Quality

Price

Advertisement

All other

77%

From where do you get information about the new product?

ANSWERS
NO. OF RESPONDENTS
TELEVISIONS
42
NEWSPAPERS
26
MAGAZINES
11
50

INTERNET
PEERS (FAMILY/FRIENDS)

6
15

Interpretation:
A large size of population is influenced by Television and Newspapers.

51

Which form of advertisement do you like more?

ANSWERS.
STILL IMAGE
MOVING IMAGE

NO OF RESPONDENTS.
28
72

Interpretation:
People are more affected by advertisement with moving image.

52

For you advertisement is a source of:

ANSWERS.
INFORMATION
ENTERTAINMENT

NO OF RESPONDENTS.
62
38

Interpretation:
More number of people consider advertisement as a source of information rather than a
source of entertainment.

53

Does entertaining advertisement affect your opinion about the

product?

ANSWERS.
YES
NO

NO OF RESPONDENTS.
26
74

Interpretation:
Entertaining advertisement does not affect the opinion of customer about the product

54

Does information provided in advertisement affects your opinion about the

product?

ANSWERS
YES
NO

NO OF RESPONDENTS.
87
13

Interpretation:
Information provided in the advertisement affect very much on the opinion of consumers
about the product.

55

Does language used in advertisement affects your opinion about the product?
ANSWERS
YES
NO

NO OF RESPONDENTS.
63
37

Interpretation:
Language used in the advertisement affects a lot on the opinion of consumers about the
product.

56

Does intensity of the advertisement affects your opinion about the

product?
ANSWERS
YES
NO

NO OF RESPONDENTS.
52
48

Interpretation:
The effect of intensity is very powerful on the opinion of consumers about the product.

57

Does presence of social issues in the advertisement affects your opinion about
the product?
ANSWERS
YES
NO

NO OF RESPONDENTS.
59
41

Interpretation:
Presence of social issues in advertisements affects very much on the opinion of
Consumers about the product.

58

Do you think advertisement helps in increasing sales of any product?

ANSWERS
YES
NO

NO.OF RESPONDENTS
87
13

Interpretation:
Advertisement helps very much in increasing the sales of any product.

59

Which type of advertisement influences you more?

ANSWERS
NATIONAL ADVERTISEMENT
LOCAL ADVERTISEMENT

NO.OF RESPONDENTS
76
24

Interpretation:
National advertisements affect peoples opinion more than the local advertisements.

60

CHAPTER 9
CONCLUSION AND SUGGESTIONS

61

SUGGESTIONS
After the conducted study following recommendations could be sited for
CAMLIN Brand.

To gain maximum leverage in terms of profit the company should pay

emphasis on segments with age groups 25-35 and above. Advertising is the
key to success. Targeting these segments will not only enhance the
companys profit margins but also it will leverage the brand image of
CAMLIN.
Advertisement should be made with keeping the determinants of
effectiveness in mind.
Advertisement should be according to the product and its suitability with
different age groups.

Foray into other stationary products like colours, pencils etc under its sole
brand name would not only help in Brand extension but will also enhance
CAMLIN market share.

62

CONCLUSION
Organizations in our era are extremely sensitive as they must be to
demographic, political, technological and economic developments.
Environmental changes most affect strategic perspective. With respect to the
marketing mix, quality in the stationary industry is a key factor.
Finally from the project I have got a complete idea about CAMLIN and how well it
has been successful in maintaining its hold on this tough market competition.
Every business in todays market situation is surrounded by number of challenges
and competitors but how a company deals with them is very important. Even while
facing tough competition CAMLIN is able to maintain its products prices to
affordable level is a major achievement.
CAMLIN has come a long way in Stationary Business. CAMLIN offers a franchise
to operate the market with time tested and repeatedly proven management concepts
and marketing techniques. A CAMLIN franchise enables one to purchase the
experience, reputation, brand awareness, training expertise and marketing support
of the franchisor.
Even customer confidence and value is quite efficiently acquired by CAMLIN
through its practices.
An effective marketing program brings together all of the elements of the
marketing mix to achieve the organizations marketing objectives by delivering to
customers what they want and need. Thus, the most successful companies will be
those that can meet these needs most effectively.
63

ANNEXURE

ANNEXURE
64

QUESTIONNAIRE
1. Name :
2. Age :
3. Sex:
a) Male :

b) Female :

4. Occupation :
1. Do you buy Stationery Products?
a) Yes
b) No
2. Do you use Branded or non branded Stationery ?
a) Branded
b) Non branded
3. Which brand of Stationery products do you use?
Bathing soaps
Camlin
Kores
Bril Ind
Todays
Luxor

Respondents
41
3
14
8
34

4.Which type of products category do you like?

a) Writing instrumental products
b) Artistic colours
c) Educational products
d) Other products
5.How different is Camlin brand the style & Quality comparing with other brands?
a. Not at all different
b. Quite different
c. Very different
6.If yes, why do you prefer Camlin Products ?
a. Quality
b. Price
65

c. Advertisement
d. All of three
7. Any suggestions regarding Camlin can specify?
1. From where do you get information about the new product?
a)Television
b)Newspaper
c)Magazines
d)Peers (Family/ Friends)
2. Which form of advertising do you like?
a)Still image
b)Moving image
3. For you advertising is a source of ?
A) Information
B) Entertainment
4. Does entertaining advertisement affect your opinion about the product?
A) Yes
b) No
5. Does information provided in advertisement affects your opinion about the product?
A) Yes
b) No
6.

Does language used in advertisement affects your opinion about the product?

a)Yes
b)No
7.

Does intensity of the advertisement affects your opinion about the

Product?

a)Yes
b) No
8. Does presence of social issues in the advertisement affects your opinion about the
product?
a)Yes
b)No
9. Do you think advertisement helps in increasing sales of any product?
a)Yes
66

b)No
10. Which type of advertisement influences you more?
a)Yes
b)No
11. Which type of advertisement influences you more?
a)National Advertisement
b)Local Advertisement

BIBLIOGRAPHY
67

List of stationary stores visited for survey:

R. Vadilal and Sons
Lakhani Book Depot
Student Book Depot
Bharat stationeries

List of books referred:

1. Kothari,C.R., Research Methodology, WISHWA
PRAKASHAN Publishing, Printed in India, Year 1998.
2. Kotler,Philip, Marketing Management, Ninth Edition,
Prentice Hall, Printed in India, Year 1999.

Magazine referred:
Business Week, a prominent business magazine, in 2010.

WEBLIOGRAPHY:
www.camlin.com
www.markwebtest.netfirms.com
www.quickmba.com
en.wikibooks.org

68